Rolling off the back of our recent Crewson campaign (embodying the vibes of ‘easy does it’), we amped up this natural authenticity by inviting community-minded artist Ayrtn to host our Dr. Martens x JD event.

Ayrtn’s humble gratitude for his supportive community roots, coupled with his gregarious generosity, made him the perfect partner for the brand message as well as our creative collaboration. The success of this project rested on it being easily raw and real — we worked closely with Ayrtn, as like-minded partners, to craft the platform for a relaxed and intimate gathering of a like-minded-community.

We set the stage for Ayrtn to shine, in London’s Brick Lane Dijonss (a comfortable fit for the Crewson’s demographic), where he presented his music fam to the DM’s and JD crowds. Our stagecraft (including customisation stations, a sponsored bar and a subtle but carefully-choreographed behind-the-scenes crew of creators and organisers) was designed to allow Ayrtn to host and mingle in his event, with no hard boundaries in a space set for chilled vibes and easy connections.

As we captured content, so did the receptive experience-hungry crowd, and the shares and amplification surpassed all stretch target metrics. A comfortable fit and an easy win.